Most of these domain names were registered years ago and now change hands for large sums of money. Why? Because they give a company a business edge over its competitors, and smart companies are beginning to realise this growing trend. These premium domain names are a bit like cherished number plates - they were free or cheap at the beginning, gradually increased in value until the top number plates eventually reached astronomical sums. Domain names will follow this trend - not just because of reasons of prestige but because of solid business and marketing reasons.

We would advise that you secure this name before your competitors do. Once a direct navigation domain name is owned by a related company it is unlikely that it will become available again. You will have lost the chance to own a memorable and unique domain name which can be used in advertising (magazines, newspapers, radio, lorries - just think of where you have seen such premium domain names) to give you a key advantage.